- SEA
- Social Ads
- Tracking & Data
The starting point
A restaurant’s costs run whether the room is full or half empty. The peak services were selling themselves, so the task was to bring demand into the empty seats, at a cost per cover the business could absorb.
That meant measuring what restaurant marketing rarely measures: whether a euro of media turned into a booked, seated table rather than a click or a like.
What we did
Media bought against the restaurant’s actual capacity, service by service, and measured on the reservations book rather than on the ad platform.
- 01
Geofenced, and timed to the empty seats
Tightly geofenced campaigns around Bordeaux, built and timed against the specific services that needed filling rather than the restaurant as a whole. A Tuesday early sitting and a Saturday late one are different products with different buyers, so they got different campaigns.
- 02
Present on the map
Google Maps and local inventory worked as an acquisition channel in their own right, reaching diners at the moment they choose where to eat nearby. A good share of dinner decisions are made on a pavement with a phone in hand, and Mazal needed to be the answer.
- 03
Optimised on confirmed bookings
Zenchef reservations tied back to the campaigns that drove them, so optimisation ran on seated tables instead of proxy signals. The platforms report clicks by default; we asked them for dinners.
- 04
Spend that followed the capacity
Budget continuously shifted toward the services with seats to fill, so media went where it created incremental revenue rather than toward sittings that were already full.
The impact
Average occupancy rose 20%, and it rose in the services that had been empty, which is where it was worth the most.
Return on ad spend improved 37%, measured on confirmed, seated bookings. The restaurant now runs its marketing on its reservations book, and the room is fuller on the nights that decide the year.
